TOC: J Mar Comm
Introduction
Journal of Marketing Communications, 20(5)
The effect of hedonic and utilitarian verbal descriptions and pictures on willingness to try an innovation: Do emotions matter?
–Arjun Chaudhuri & Camelia Codruta Micu [] []
‘Meaningful marketing’: A process investigation of how consumers reward noninterruptive, nonpersuasive marketing communication
–Sanjay Puligadda, Devon DelVecchio & Bob Gilbreath [] []
SMS advertising: How message relevance is linked to the attitude toward the brand?
–Kaan Varnali [] []
Can good news be bad? The role of brand communication strategy and brand commitment in the announcement of product improvements
–Amélie Guèvremont & Bianca Grohmann [] []
Advertising to the beat: An analysis of brand placements in hip-hop music videos
–Janée N. Burkhalter & Corliss G. Thornton [] []